Elements of Designing a Successful Program:

Content and DistributionDavid Doll

UCCE Merced

Content and CommunicationsCreating and distributing of relevant content to clientele is an expectation within UC ANR.

• Challenging in the beginning, but:• Use it as a learning tool by reviewing and writing about

research reports from your colleagues;

• When posed questions by phone or email which require research, record the answer in a file;

• Take notes relevant to the follow up of farm/operational visits.

• Start writing newsletter articles now.

Content and Communications

Content Creation

Creating something of perceived value to your clientele

• As simple as a newsletter

• As complicated as research reports

• Often what is lacking in other media outlets

• CONTENT IS #1!

Content DistributionUtilizing tools to assist with dissemination

• Traditional methods• Newsletter mailing lists• Trade magazines

• Modern methods• Blogs• E-blasts

• Social Media• Twitter• Facebook, Instagram, etc

Types of Content w/in Extension Programs

Created Content

1. Short 350-500 word articles

2. Longer 500-1000 word articles

3. Videos

4. Research Reports

5. 8000 Series UC ANR articles

6. Book Chapters

7. Abstracts, Peer Reviewed Research Papers

Mechanisms of Distribution

Challenging to distribute:Often require translation to other media sources for relevance to clientele, limited access

Easily distributed:BlogsIndustry MediaYouTubeColumnsDistribution amplified by Social Media

Semi-easy to distribute:Transformed into short articles or press releases to announce development, distribution amplified by social media

Distribution Channels Utilized w/in Extension Programs

• Farm Visits

• Phone calls/Emails/Mail

• Annual Meetings

• Newsletters

• Magazines, Popular Press

• Blog

• Twitter

• Youtube, Wikipedia

Tech Illiteracy

Personally

satisfying

DPR Credit

Builds County

Support

ID Collaborators

New farmers

Accessibility

Easier, cheaper

dispersal

People Skills

Writing Skills

Current Events

Language

Translation

Great for PD

Brand ID

Trad

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Mas

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Mo

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Med

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Distribution Method Perceived Benefits

Content Creation and Distribution w/in Current Program

Types of Content

• Short articles

• Longer Articles

• Multimedia

• 8000 Series articles

• Peer reviewed articles

Distribution Methods

Value of Distribution Network

Utilizing it as a means to provide relevant information on a timely manner, fast response time

Has access to anyone day or night, can be (poorly) translated

Mobile friendly and can be accessed in the field, can be printed if needed

Articles shifted to broadly relevant, timely considerations

for almond farmers

Started as updates regarding observations

from farm calls

Working to incorporate more multi-media in the

future

The Almond Doctor: Some NumbersYear Page Views Time per use Email Subscriptions Comments

2009 2,702 2:20 28 11

2010 30,815 1:53 105 15

2011 95,778 1:42 206 26

2012 124,671 1:34 358 43

2013 101,225 2:11 501 59

2014 116,484 2:08 723 83

2015 145,449 2:23 901 65

2016 155,290 2:26 1053 62

2017 166,893 2:20 1271 71

The Almond Doctor: Some NumbersYear Page Views Time per use Email Subscriptions Comments

2009 2,702 2:20 28 11

2010 30,815 1:53 105 15

2011 95,778 1:42 206 26

2012 124,671 1:34 358 43

2013 101,225 2:11 501 59

2014 116,484 2:08 723 83

2015 145,449 2:23 901 65

2016 155,290 2:26 1053 62

2017 166,893 2:20 1271 71

Currently estimated to be accessed by 75% of the California Almond Industry

The Almond Doctor: Supporting Media Distribution

Rely mostly on Twitter to help market information

Blog Name is easy to spread by word of mouth/interviews, forwarding of emails

Even with efforts, over 80% of hits are from search traffic!

The Almond Doctor: Supporting Media Distribution

The Almond Doctor: Impact?How effective is the website in communicating relevant production practices?

(1 being least, 7 being most)

Has information from the website been used to modify farm practices?

n=286 respondents, 2013 survey

Creating a Media Platform• Takes time, consider other options (e.g. team)

• If not regularly updated, low traffic

• Spend 4 hours a week for website and promotion• Answering emails, phone calls, and comments

• Must be up to date with real issues facing clientele• Difficult unless program involves constant contact

• DOES NOT replace traditional extension methods, but works synergistically• Not everybody learns by reading, some people dislike videos,

some people do not have internet

• Often easy enough to “re-use” articles within other magazines

Content Creation and Distribution• Create consistent,

accurate content!

• Find and engage with a distribution channel to increase your reach

• Maintain the channel

• Leverage success to develop other means of communication

• Don’t overcommit!